Influencer marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.
Influencer Marketing Strategy
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Influencer Marketing Strategy
Rutgers the State University of New JerseyAbout this Course
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Intermediate Level
Approx. 23 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Could your company benefit from training employees on in-demand skills?
Try Coursera for BusinessFlexible deadlines
Reset deadlines in accordance to your schedule.
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Intermediate Level
Approx. 23 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Could your company benefit from training employees on in-demand skills?
Try Coursera for Business
Syllabus - What you will learn from this course
Content Rating93%(2,961 ratings)
Week1
Week 1
Influencer Marketing Strategy
On average, businesses are making $6.50 in revenue for each $1 spent on influencer marketing. In fact, 70% are earning $2 or more, and the top 13% are earning $20 or more. But, 30% are either breaking even or failing to generate a return on their investment. So, learning how to overcome the main challenges when rolling out an influencer marketing strategy can significantly improve your return on marketing investment (ROMI).
14 videos (Total 85 min), 4 readings, 3 quizzes
14 videos
Video welcome to this Influencer Marketing Strategy course.9mAvinash Kaushik points out an ugly truth5mCreating remarkable content is critical2mInterest in influencer marketing is spiking2mDefinition of influencer marketing; “Influencer marketing is the next big thing”6mWhat is the value of influencer marketing?; How do you improve the odds of success?5mChallenges when engaging influencers4mFewer journalists are the right influencers; Identifying the right influencers is hard5mSome engagement tactics may not work; Some engagement tactics only work once5mMeasurement is key to bigger budgets; Measure key performance indicators (KPIs)7mCan influencer marketing be automated?5mMeasuring ROI vs. ROMI4mTracking influence vs. custom campaigns; Influencer discovery vs. identification8mVetting influencers vs. letting go of control; Can influencer marketing be automated?8m4 readings
Welcome to this course on Influencer Marketing Strateg10mExplain the ugly social media marketing problems that an influencer strategy solves10mDescribe the main challenges when rolling out an influencer engagement strategy10mQuestion assumptions that an influencer marketing platform can automate an inefficient operation10m2 practice exercises
Explain the ugly social media marketing problems that an influencer strategy solves.30mDescribe the main challenges when rolling out an influencer engagement strategy.30mWeek2
Week 2
Content Marketing Strategy
Influencer strategy isn’t as effective or successful without content marketing. Great content is at the center of the value exchange between a business, influencer, and buyer. Incorporating influencers in your content facilitates reaching new audiences with brand messages that are credible and trusted.
8 videos (Total 68 min), 6 readings, 3 quizzes
8 videos
The hypodermic needle model6mModel ignored the role of influencers; 1940 study of social influence; The 2-step flow model; Influencers must look over their shoulders9mCreating content worth sharing is the key; Creating content worth sharing for NACA; Created a compelling documentary; Influencers got a link to the documentary; NACA got 360,000 participants in 8 cities13mVideo content is more influential than text; Emotional ads drive business results7mWhich emotions did people feel?; Did the ads make people smile?; Did the ads change people’s hearts and minds?; and Did the ads made the cash register ring?7mCreating compelling content with influencers; Influencers are more influential than brands; Best practices for influencer collaboration8mInfluencers tell GE’s story in their own voices; The Slow Mo Guys break down GE science; Creator-in-Residence demystifies geeky topics; Sponsored video content; GE is now sponsoring 150 social videos9mArtist created paper airplane with GE engines; GE is creating and sponsoring video content5m6 readings
Illustrate why creating content worth sharing or ideas worth spreading are also key10mIdentify the top emotional responses to video content Unruly uses to predict shareability10mTool tests emotional impact of video content; Deep emotional intelligence10mJohn Lewis’s “BusterTheBoxer”; Sainsbury’s “The Greatest Gift”10mToyota “Good Odds” Tops Unruly’s 2018 Super Bowl Effectiveness Chart10mJustify employing top influencers and micro influencers to create sponsored content10m2 practice exercises
Illustrate why creating content worth sharing or ideas worth spreading are also key.30mWatch the Super Bowl 2018 Edition of Unruly’s Ad Effectiveness Chart, which ranks ads based on their EQ scores – a combined metric that scores ads on their likely emotional, social and business impact.16mWeek3
Week 3
How To Find Influencers.
Identifying the right influencers is hard. In this course, I will show you how to use 3 different tools to discover the most relevant influencers for your campaign. Why so many tools? Because each one has different strengths and weaknesses. And a decade ago, I used a fourth tool, but the company that made it has closed. So, I don’t want you to become too dependent on any one tool to find the right influencers.
13 videos (Total 74 min), 3 readings, 3 quizzes
13 videos
How to identify the right influencers; Don’t become the tool of your tools5mUse BuzzSumo to find the most shared content; It also shows you what isn’t being shared; Find influencers with topic in their Twitter bios; See what content an influencer shares9mBuzzSumo analyzed 100 million headlines; Expert reflections and advice; How to write engaging B2B headlines6mExpert reflections on the research3mLearning objective: Diagram Traackr’s methodology for identifying social media influencers in a topic area1mIdentifying influencers for Recipe.com; We used Traackr to find and rank influencers6mKeywords defined relevant conversations2mKeywords defined relevant conversations; Traackr identified top 50 recipe influencers3mTraackr showed relevant posts on topic; “Dessert recipes” top trending keyword4mWe invited top influencers to a webinar; Page views grew 500% to 30.6 million a month; Facebook referrals up 59%, Pinterest up 180%7mDealMaker tracks sponsored content globally; Every brand must have an influencer strategy; Influencers dominate social video ecosystem9mIs your goal to drive views or engagement?; Tubular’s 5 principles of influencer marketing8mJungle Creations is a digital media company; Jungle Creations creates content for brands; Performance of organic Oreo content; Performance of sponsored Oreo content; DealMaker helped Twisted win a big deal4m3 readings
Use BuzzSumo to identify influencers, bloggers, and journalists in your industry by topic.10mDiagram Traackr’s methodology for identifying social media influencers in a topic area10mRate DealMaker's strengths and weaknesses in finding social media influencers for a project10m2 practice exercises
Diagram Traackr’s methodology for identifying social media influencers in a topic area.30mRate DealMaker’s strengths and weaknesses in finding social media influencers for a project.30mWeek4
Week 4
How To Engage Influencers.
In this course, I will share several examples of influencer outreach best practices, which I call “schmooze optimization.” This is the process of making casual conversation with influential individuals who can help you to achieve measurable business goals. And it’s worked for a wide variety of B2B, B2C, and nonprofit organizations.
13 videos (Total 83 min), 3 readings, 3 quizzes
13 videos
Finding the right engagement tactics is hard; Find sponsorship opportunities for Celebrities6mCreate value for an Authority’s community; Help Connectors grow their networks; Help Personal Brands build their reputation; Provide an Analyst with new data and insights8mProvide an Activist with access3mBring Experts in for their advice; Engage an Insider in a healthy debate4mBoost Journalist’s readership with a juicy story4m“Schmooze optimization” is a process4m“Do you have any video?”9m“Best PR pitch so far this year”; The optimized schmoozing of “Johnny X”7m“It is going to be kinda big”3mNew way to use boosted posts on Facebook3mEngaging influential bloggers for Parents; We shared photography tips a second time; We also thanked 7 influential mom blogs; Parents got 129,155 potential subscribers8mTraditional influencer marketing campaigns; “Always-on” influencer relations programs; What business challenge did Orange face?; Leverage influencers to launch a new product;Segmented audience into 4 communities8mInfluencer relations plus influencer marketing; Marketing & Communication influencers; Lifestyle & Design influencers; High Tech and Connected Home influencers; Performance of influencer relations program10m3 readings
Analyze 9 types of influence to find the best engagement tactics for these influencer categories10mTest engagement best practices and use influencer outreach tactics that work often10mDevelop an "alwayson" influencer program that strengthens your influencer relations10m2 practice exercises
Analyze 9 types of influence to find the best engagement tactics for these influencer categories.30mTest engagement best practices and use influencer outreach tactics that work often.30mWeek5
Week 5
How To Measure Influencer Marketing.
This course will teach you how to measure the success of your programs with the appropriate key performance indicators (KPIs). If it’s brand awareness, then you will want to learn how to measure brand lift. If it’s engagement, then you will want to learn how to measure applause, conversation, and amplification rates. If it is lead generation, then you will want to learn how to track influencer campaigns in Google Analytics.
11 videos (Total 76 min), 3 readings, 3 quizzes
11 videos
If brand awareness is a goal, then measure it; Gross rating points (GRPs) are bogus metrics8mAdvertising value equivalency (AVE) is bogus7mBrand lift is one of the right KPIs to use3mBrita saw a 36% lift in brand favorability; Google Surveys can also measure brand lift; Meredith saw a 33.8% lift in brand interest10mHow should you measure engagement?5mApplause rate; Conversation rate; Amplification rate8mTrueSocialMetrics was inspired by Avinash; TrueSocialMetrics has competitive analytics5mBest social media metric: Economic value; Connect Google Analytics to TrueSocialMetrics; Select goals from a template; Set the goal value7mFind your most effective social networks; Use Campaign URL Builder for tracking11mFind your most effective influencer post4mApply what you have learned to write a 5-paragraph essay that evaluates a range of key performance indicators for measuring influencer marketing3m3 readings
Compare gross rating point (GRP), advertising value equivalency (AVE), and brand lift10mAssess applause, conversation, and amplification rates as "the best social media metrics"10mEvaluate a range of key performance indicators (KPIs) for measuring influencer marketing10m2 practice exercises
Compare gross rating points (GRPs), advertising value equivalency (AVE), and brand lift.30mAssess applause, conversation, and amplification rates as the “best social media metrics.”30mWeek6
Week 6
Influencer Campaigns.
Your final project for this course is to create a pitch deck for a social media influencer strategy. The purpose of your final project is to give you a concrete artifact that you can use to demonstrate your mastery of new competencies and skills to either the executives in your current organization or to prospective employers.
10 videos (Total 89 min), 3 readings, 3 quizzes
10 videos
What’s the return on marketing investment?; How to calculate the ROMI of Kim’s #ad9mMeasuring performance for Rutgers; Gave influential blog strategic insights; Gave journalist story in advance; Optimized and distributed a press release; Used ROMI to measure program; Calculate the return on marketing investment (ROMI) of an influencer program12mDevelop the business case for launching a series of influencer marketing campaigns; the secret formula for success; Build your budget from the bottom up; Agencies charge more for the same person9mTurn influencer marketing into a profit center; Finding the right micro-influencers is also key; PiperSport case study9mInfluencer marketing strategist; Team included a social media content creator; PiperSport unveiled on Jan. 21, 2010; PiperSport video got 132,241 views; 12,782 people liked PiperSport fan page7mPiperSport Twitter feed got 758 followers; Influencer was briefed on the first online order; 15 online orders for a $140,000 product; Piper Aircraft got ROMI of 9.57mThis is a “be careful what you wish for” story; Develop the business case for launching a series of influencer marketing campaigns that lays the foundation for building an “always-on” influencer relations program6mGuy Kawasaki’s 10/20/30 rule; 10 slides5m20 minutes; 30-point font; Learning objectives vs. purposes of pitch; Influencer Marketing Strategy; Problem/opportunity; Value proposition; Underlying magic; Business model11mGo-to-market plan; Competitive analysis; Influencer marketing team; Projections and milestones; Status and timeline; Summary and call to action9m3 readings
Calculate the return on marketing investment (ROMI) of an influencer program10mDevelop the business case for launching a series of influencer marketing campaigns10mCreate a pitch deck for a social media influencer strategy as your final course project10m2 practice exercises
Calculate the return on marketing investment (ROMI) of an influencer program.30mDevelop the business case for launching a series of influencer marketing campaigns.30mReviews
4.4
- 5 stars66.07%
- 4 stars19.04%
- 3 stars6.54%
- 2 stars3.57%
- 1 star4.76%
TOP REVIEWS FROM INFLUENCER MARKETING STRATEGY
by MOMar 29, 2022
Great course very informative and the instructor is very knowledgeable
by AHSep 11, 2022
Focused and up to date course backed by hard earned experience, that convinsingly sell you on the importance of influencer marketing today.
by MZApr 16, 2019
Loved this course! Learned a lot and excited to start influencer marketing.
by EHAug 30, 2020
Great course and incredibly insightful! So glad I was able to complete this on my own time.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I purchase the Certificate?
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
Frequently asked questions about Influencer Marketing Strategy
Q: Is it worth paying Kim Kardashian West $500,000 for a single Instagram post?
A: Good question. In this course, we will take a close look one of Kim’s Instagram posts, which says, “#ad Excited to be partnering with @sugarbearhair to share their amazing hair vitamins with you! These chewable gummy vitamins are delicious and a favorite part of my hair care routine #sugarbearhair.” You will learn how to calculate the number of orders that Kim’s sponsored post needed to generate for SugarBearHair to get a positive return on marketing investment (ROMI).
Q: How do I identify the right influencers?
A: Identifying the right influencers is hard. In this course, I will show you how to use 3 different tools to discover the most relevant influencers for your campaign. Why so many? Because each one has different strengths and weaknesses. And a decade ago, I used a fourth tool, but the company that made it has been closed. So, I don’t want you to become too dependent on any one tool to find the right influencers.
Q: How do I find the right engagement tactics?
A: In this course, I will share several examples of influencer outreach best practices, which I call “schmooze optimization.” This is the process of making casual conversation with influential individuals who can help you to achieve measurable business goals. In 2012, Mark Huffman, the Integrated Production Manager at Procter & Gamble, said that his key takeaway from the conference where I coined the term was the concept of optimized schmoozing. And it’s worked for a wide variety of B2B, B2C, and nonprofit organizations – although I will share the story of one brand which is used to treat “jock itch” that my agency wasn’t able to help because we couldn’t find any key influencers who wanted to promote their content.
Q: How should I measure the performance of my programs?
A: It depends. Which marketing goals will your organization focus on over the next 12 months? This course will teach you how to measure the success of your programs with the appropriate key performance indicators (KPIs). If it’s brand awareness, then you will want to learn how to measure brand lift. If it’s engagement, then you will want to learn how to measure applause, conversation, and amplification rates. If it is lead generation, then you will want to learn how to track influencer campaigns in Google Analytics. And if it is being successful at tracking ROI, then you will want to learn how to calculate return on marketing investment (ROMI), which is different than ROI.
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